@article {IJIMAI-2708,
title = {TV Series and Social Media: Powerful Engagement Factors in Mobile Video Games},
journal = {International Journal of Interactive Multimedia and Artificial Intelligence},
volume = {5},
number = {3},
year = {2018},
month = {12/2018},
pages = {46-55},
abstract = {The free-to-play business model has become hegemonic in the mobile video game industry, displacing the traditional paid content model that was the norm until the appearance of manufacturers{\textquoteright} app stores. Companies attempt to monetize these games by means of in-game micro-transactions and in-game advertising; thus, it is essential to acquire an enormous number of users because only a small percentage will ultimately make any purchases. To keep players engaged, companies typically put in place marketing and design strategies derived from behavioral telemetry, to maintain a grip on players. We propose an innovative approach, focusing our attention on the impact of having a video game based on a famous TV series. Furthermore, we analyze the effect of social networks on game metrics. The outcome indicates that developing a game based on a TV series and integrating social media with the gameplay improve and reinforce the user{\textquoteright}s activation, retention and monetization.},
keywords = {Character Identification, Customer Retention, Digital Marketing, Free-To-Play, Games, Monetization, Social Network, Tv Series, Videogame},
issn = {1989-1660},
doi = {10.9781/ijimai.2018.11.002},
url = {http://www.ijimai.org/journal/sites/default/files/files/2018/11/ijimai_5_3_5_pdf_14724.pdf},
attachments = {http://www.ijimai.org/journal/sites/default/files/files/2018/11/ijimai_5_3_5_pdf_14724.pdf},
author = {Fernando de Rada and Asunci{\'o}n Moch{\'o}n and Yago Saez}
}